An Introduction To Podcasting for Business

by | Business Advice, Content Marketing

An Introduction To Podcasting for Business

Are you looking for a new way to get your business’s message out to the masses? Maybe it’s time to consider podcasting.

What is a podcast?

In simple words, it’s an online audio broadcast.

Podcasting originated back in the 1990s when two pieces of technology came together: the mp3 audio format and RSS feed. These two pieces made it possible to create and deliver relevant information through a feed, and for a listener to be able to listen anywhere, at any time.

Of course, just because something’s possible didn’t make it an overnight sensation. It took years to attract a following, and to move into acceptance in the online world.

As of today, statistics show it’s accepted.

  • There are currently over 850,000 active podcasts with over 30 million podcast episodes.
  • More than half of all US consumers over the age of 12 listen to at least one podcast.
  • More than 65 percent of listeners do so from mobile technology, meaning they take the information anywhere – on the road, while working out, or simply relaxing at home.
  • Nearly 54 percent of consumers state they are more likely to buy from a brand after listening to an advertisement on its broadcast.

That makes podcasting a great option for your business if you’re looking for better ways to engage with your end-user.

Podcasting and Marketing

As with every marketing tool you consider using to attract new customers, you have to dedicate the time needed to create an informative and engaging podcast. It takes work. It doesn’t happen overnight.

Podcasting is something you have to stick with over time.

But if it’s right for you, it works well.

Podcasting gives brands a chance to communicate to a captive audience. If you release new content regularly, your audience will anxiously wait for the next episode, looking forward to the information you offer.

Of course, that means you have to provide content they really want to hear. This isn’t advertising. You can’t talk about “me, me, me” and expect to succeed. Instead, your content has to be related to your industry, but interesting to your audience. It has to educate, entertain.

We’ve talked about high-quality content a lot on this blog. Having a regular podcast provides you with another way to add fresh, new content. Link it to your site. Feed it into your blog posts, and talk about it on your social accounts. It’s a great way to participate with your community.

What’s more, it can also help you grow your audience by bringing your audience into your podcast. Depending on your business model, guests are welcome to enhance your offerings further. Bring on customers who use your product, or allow specialists to strengthen your message. Either way, it’s an easy way to add content – with them helping you fill the space.

Podcasting isn’t difficult to produce. Even with a meager budget, the tools are more than affordable. With a simple microphone and computer, you’ll be ready to start recording. You’ll need a platform to host your podcast. The more sophisticated you grow, the more you can add, such as editing platforms, and developing intro music and ad revenue. But all that can come later. It starts with a decision to say “yes” to making podcasting a part of your marketing strategy.

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What are the advantages of podcasting?

Are you intrigued by the idea of operating a podcast for your business? There are many benefits to doing so. A well-thought-out podcast has many advantages to help you grow your business.

Podcasts will make your information personal

There’s something about the human voice that makes a message more personal. How do you feel after reading an article or an email? You do it hundreds of times a day. Out of sight, out of mind. But when you take the time to listen, it’s a story. You stop and pause. You think. You engage.

Podcasts are easy to consume

We’re living in a time where we expect multiple things to happen all the time. We drive and listen to the radio. We jump on the treadmill and stick in a pair of earbuds, scrolling to find something to listen to. Why not a podcast? It’s literally that easy, and when you’re hooked to a show, you’ll consume every episode they produce.

Podcasts are cost-effective

Remember the days of print advertising? You printed brochures or flyers in bulk, bought mailing listed, invested in stamps, and took a risk every time you sent something out. With a podcast, once you invest in the equipment (which is inexpensive), you’re done. A monthly fee (low cost) allows you to submit your podcast out to the world. The only other investment is your time.

Podcasting is time-effective

People listen to podcasts when they do everyday functions in life. Do the laundry – listen to a podcast. Drive to work – listen to a podcast. Jump on the treadmill – listen to a podcast. It’s a way of creating an entertaining atmosphere with otherwise dull chores.

Podcasts are one more way of delivering on social media

Social media is all about engagement. You need reasons to connect with your community over and over again. A podcast gives you a different way to educate and entertain, and one more reason for people to share what you do.

Podcasts are easier to produce than written content

As a business owner, you might have trouble writing articles and typing out content regularly. Writing is an art form that not everyone excels at. But talking about a subject, telling stories, or sharing ideas with other people, that’s something we all do every day. Many of us have a much easier time talking than writing. That makes podcasts that much easier to create.

Creating your podcast niche

Are you sold on the idea of creating a podcast? Your next question might be: how do I target it?

Just like your brand, it’s crucial to think about the target audience you’re trying to market to, and create content they’ll love to listen to regularly. Ask yourself a few questions:

  • Who is my audience?
  • What do they want to know?
  • What are they interested in?
  • Which of the posts on my blog do they most resonate with?
  • What questions do I regularly answer in email and in person?
  • What posts get the most social media shares?

Track this over time. You’ll find trends and patterns to help you understand your target audience better, and give them more of what they want.

Are you ready to start podcasting for your business this year?

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